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Sometimes we are rained with statistics and oft times one set of data will totally contradict another. There is one set of statistics recently released by Chadwick Martin Bailey and iModerate Research Technologies, which does at least make interesting reading. It relates to content sharing and how it is being shared.  What won’t come as any surprise to many marketers is that email and Facebook are the two biggest sharing channels.

If you read the full report, there is a lot of interesting data that could help you to narrow some of your marketing strategies. For example, only 4% of respondents in the survey used Twitter to share content. However, when it comes to age demographics, 11% of 18-24 year olds share using Twitter.

At the other end of the scale, over 70% of 18-34 year olds share using Facebook. This number drops to just over 50% for 35-44 years and drops even further for older users.  As people get older, sharing via email becomes the dominant channel. Overall, 86% of respondents shared through email, 49% through Facebook with the next best being the telephone at 25%.

Other data to come out of the study includes:

  • users didn’t differentiate between branded or branded content;
  • the content was more important than who created the content – if the content was good and important, it was shared no matter who wrote it;
  • while family and friends news dominated, funny videos, general news, blog posts, and coupons or discounts were the most frequently shared items.

Quoting statistics is fine, but what does it all mean to you, the business owner?  The report draws some useful conclusions although they are conclusions that have been discussed for many months now. These included:

  1. Create good content and people will share it
  2. You need to develop a concept of social sharing as part of a marketing strategy
  3. Deliver content that people find interesting, entertaining, and helpful
  4. Get to know what your audience wants and needs – then deliver it
  5. Make sharing an easy option for your customers and readers.

That last is the cream on the cake. If you don’t provide your visitors with a means to share then they most likely won’t. Installing predominantly displayed email, Facebook and Twitter share buttons should be an integral part of your social media optimization. People want to share – give them something worth sharing – and the means to easily share it.

You can read the reports summary here – you will need to sign-up to receive the full version, however, it does make for some interesting reading.

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